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The study aims to examine “Advertisement content likeability” and its relationships with consumers' purchase and sharing intentions.

Second-order factor analysis was applied. Structural equation modeling (SEM) was used to measure the moderating effects of technology adoption model, knowledge sharing and Internet maven traits on advertising content's virality.

Results indicate the dimensional structure of ad content likeability that is relevant in predicting consumers' sharing and purchase intentions. Furthermore, the moderating effects of technology acceptance factors (perceived usefulness and ease-of-use), knowledge sharing motives (altruism, reputation and expected reciprocal benefits) and senders' Internet maven characteristics were also found on “Ad content likeability” and “sharing intentions.”

The study expands the theoretical horizon of factors that significantly increase an advertisement's velocity to become more viral.

Executive isolation of C-suite executives (CXOs), amplified by imposed and voluntary remote working practices, has emerged as a major challenge that is impacting the collaborative needs of CXOs, the work–life balance and hence career progression. This paper aims to examine the impact of remote working on executive isolation impacting the collaborative needs, work–life balance and career of CXOs from organizations in India.

Qualitative research approach was adopted for the study. The respondents based on inclusion criteria were selected through purposive sampling. The survey was administered to 50 CXOs representing multinational companies in India, of which 45 CXOs responded. The data was analyzed using MAXQDA 2022 (Verbi Software, Berlin, Germany).

Companies try to save costs by promoting remote working but might countermine its implications on CXOs collaborative needs, work–life balance and career slowdown. Businesses are now able to hire CXOs and other people who do not physically work alongside their counterparts but at the cost of enhancing executive isolation and loss of productivity. Imposed remote working can adversely affect the CXOs interactivity and productivity, thus enhancing executive isolation and impacting career progression.

The remote working was mandatory during the pandemic but became a practice henceforth. The impact of remote working on the CXOs collaborative needs, work–life balance and career progression has largely been unstudied. There is limited awareness about impact of remote working on executive isolation and its multiplier effect impacting the CXOs careers and it is an inward challenge which needs to be mitigated by the companies. This aspect can lead to the CXOs not being able to achieve their objectives, making the organizations lose trust on their ability to lead and eventually slowing down their career progression, due to remote working led executive isolation.

The purpose of this study is to explore the comparative effects of mainstream celebrities and social media influencers on consumer advocacy and relationship intentions. The study also examines the direct and serial mediation effects on those relationships.

The survey questionnaire was used to collect data from 718 respondents throughout Malaysia, with convenience and snowball sampling techniques employed. The data were analyzed based on the structural equation modeling (SEM) approach through the AMOS version 24. The PROCESS MACRO v-4.20 was applied to evaluate mediating effects in the model.

The results reveal that celebrity endorsers' involvement in social media significantly influences the uses of social media, which also impacts the attitudes and, subsequently, consumer relationship and advocacy intentions. The study found that mainstream celebrities and social media influencers effectively promote brands, and it discovered insignificant differences in their effects on the analyzed relationships.

This study has been conducted on consumers in Malaysia; it may have different effects on consumers in other countries.

Brand managers and policymakers may benefit from following the study's guidelines for making consumer relationship and advocacy intentions by celebrity endorsers and uses of social media.

The brand community can benefit from tightening their social bondage by sharing and managing crucial information from celebrities and using social media.

The study explores the effects of mainstream celebrities on consumer relationship and advocacy intentions using social media networks and managing consumer attitudes.